Paul Revere is in trouble again

Fourteen years ago this newspaper published an editorial with the headline, "Revere sign is dazzling proof of New Bedford's new spirit."

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Posted Oct. 12, 2012 at 12:01 AM
Updated Oct 12, 2012 at 11:02 AM

Posted Oct. 12, 2012 at 12:01 AM
Updated Oct 12, 2012 at 11:02 AM

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Fourteen years ago this newspaper published an editorial with the headline, "Revere sign is dazzling proof of New Bedford's new spirit."

It was. Now look at it. What message is it conveying to the outside world now with its lights out, trees obscuring it from view, and once state-of-the-art message board dotted with blown light bulbs?

There's nothing dazzling about a near-derelict sign, and thousands of motorists get the message every day that there's something wrong with this city. What do investors think?

Arthur Bennett of WHALE, the Waterfront Historic Area League, who co-chaired the committee that restored the sign in 1998, told me without hesitation, "If it can't be taken care of it should be taken down." He's right. So what are we going to do about it?

Lately we've been talking a lot about the city's other promotional billboard, the one on Washburn Street, which is equally embarrassing.

But that one is just another run-of-the-mill meatball, obsolete billboard no one would miss.

Paul Revere is another thing altogether. From the 1950s into the 1970s, it graced the roof of the Revere Copper Products plant on the waterfront. It was a loud and proud landmark not unlike the Citgo sign behind Fenway Park. For tourists heading home from Cape Cod on Route 6 in the days before I-195, it may have been the only thing they remembered about New Bedford (apart from getting lost).

But as Revere hit tough times, the sign was neglected and eventually abandoned to local scrap dealers (ABC) who couldn't bring themselves to destroy the sign. By this time it had been taken down to keep it from being blown down.

The $175,000 rescue and restoration of the iconic sign, now on I-195 facing eastbound traffic, was a truly community-based effort that produced spectacular results. Everybody got into the act. Yankee Magazine built a subscription promotion around it, for Pete's sake. Individuals donated money and time.

Revere itself chipped in $10,000 it could barely afford. The city supplied $105,000 in grant money. Voc-tech students did the bulk of the work. Two sign companies, Beaumont and Poyant, provided expertise and in-kind services.

So I guess the question today is: Can we do that again, and make adequate plans for maintenance so we don't have to be in this predicament in the future?

There's really no choice, because either that sign is restored again or Arthur Bennett is right. Take it down if we can't take care of it. In fact, the sign might come down all by itself.

"I am told that because of a lack of maintenance there is actually a structural problem developing that might blow it down in a good windstorm," Bennett said.

Arthur Motta, the city's former tourism and marketing director, who programmed the message board thousands of times from a computer in his office, pointed out something that is not exactly a footnote.

It is this: Fourteen years ago is an eternity in technological time. Yes, we saved a mid-century animated neon sign, which is "legacy" technology.

But now we've got a message board beneath it that is no longer supported by the company that made it, Time-O-Matic. "It's a dinosaur from a software perspective," said Matthew Morrissey, director of economic development for the city.

Meanwhile, as anyone can see with all the electronic signs and billboards around us, the technology has really taken off.

So. Does the city want to replace 784 costly, non-standard light bulbs every year? Or does it want to upgrade to a new sign using LEDs that won't blow out after six months and will draw a lot less electricity?

The questions answer themselves. The message sign needs an upgrade, but please, let's think twice about flashing colors that will detract from Paul Revere, who is the star of the show.

We understand that the city is now in talks with the sign companies. It's about time. Some people are pretty upset, but it is not so much about Washburn Street but about a New Bedford landmark that once had the protection and care of a forward-thinking community.

Is there any of that spirit still left?

Steve Urbon's column appears Mondays, Wednesdays and Fridays in The Standard-Times and at SouthCoastToday.com. He can be reached at 508-979-4448 or surbon@s-t.com.